中国新茶饮品牌出海模式与对策研究

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中图分类号：S571.1；F272文献标志码：A

文章编号：1000-369X（2026）02-0369-12

Abstract：This study adopted caseanalysisand comparative research methods，incorporating the eclectic theoryof international production （OLI framework） to systematically explore the internationalization paths and realization mechanisms of Chinese novel tea beverage brands.Four representative brands including Heytea， Auntea Jenny， Wanglaoji，and Chagee were selected as typical cases to analyze four reprentative models： direct localized operation， brand licensing or franchising，product or raw material export，and bundled joint ventures.On this basis，by analyzing the diferentiated combinations of ownership advantages，location choices，and degrees of internalization across diferent brands，this paper reveals the internal logicof how novel tea beverage enterprises build core competitivenessin foreign markets.The findings indicate that the dynamic trade-offs between these OLI dimensions determine theeffectivenessofbrand embeddingunder varied institutionaldistances.Currently，theindustryfaces common challenges such as cognitive gaps in consumption，standard certification barriers，and difficulties in localized team building.Itissuggested that enterprises should establish globalqualitycontrol systems and enhance brand value through cross-cultural naratives to achieve a strategic transition from overseas expansion to global symbiosis.

Keywords： novel tea beverage，brand internationalization， OLI framework，localization strategy， global supply chain

新茶饮品牌出海不仅是应对国内茶产业发展瓶颈的被动选择，更是实现品牌战略升级与构建全球竞争力的主动应对。（剩余20648字）